Download Improvement of Corporate Public Relations Strategies Based on Morality Marketing

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Improvement of Corporate Public Relations Strategies Based on
Morality Marketing
SHI Degang1, LIU Xiaona2
1. School of Civil Engineering and Architecture, Southwest Petroleum University, China, 610500
2. School of Economics and management, Southwest Petroleum University, China, 610500
Abstract: This paper describes the relationships of marketing ethics, marketing strategies and public
relations, and proposed to carry out public relations activities business from the moral marketing point
of view. The research established a public relations strategy which takes marketing activities as the main
media and establishes a good corporate image and brand. We expect the new public relations strategy
could be better serve the ultimate goal of marketing.
Keywords: Marketing ethics, public relations, public
1 Introduction
The whole market is full of homogeneous products and services, and customers become a scarce
resource. Enterprises in order to enhance their competitive advantage and gain market, they learn
management model and sales methods to emulate competitors. Traditional 4P marketing mix has been
unable to bring more profit to the enterprise. So, management gradually focuses on the role of public
relations activities which promote the smooth progress of potential sales [1]. Enterprises through various
channels to build and maintain the corporate public relations, although the effectiveness of their own but
there also are drawbacks. For example, established public relations for public relations activities will
increase the cost of enterprise management, public relations firm for public relations management of not
only increasing the cost of management and making public relations activities of the enterprise
controlled by others which affects the self-development of enterprise. This article advocates enterprise
implementation the moral marketing, in the process of selling products and services to enhance
communication and exchanges with the public. Establish a brand and corporate image in the nurture in
order to ensure sales. Through the improvement of specific marketing strategy, companies create a
harmonious for marketing public relations. In short, serve the overall public relations management
company.
2 Marketing and Public Relations
Public relations are the relations between organization and its internal and external public. Corporate
public relations is a series of activities that a business or organization needs to adapt to the environment,
strive understanding, trust and support of community, and establish a good reputation and image for the
enterprise or group. It is a seeking unity within and outside the development of management arts, an it is
an indirect promotions [2]. Internal and external environment for enterprises to survive are composed by
financial public, media public, government public, citizen action public, local public, the general public,
competitors and other relevant external and internal public. Business could choose reasonable principles
and methods; select the appropriate media to communicate with various public. And positive changes in
the internal environment and efforts to adapt to the external environment.
Marketing is the business different and unique functions [3]. Public relations services to corporate
marketing activities, because the products and services in marketing which in the design, production,
sales and a series of processes are involved in the public interest. Enterprises must pay attention to legal
and ethical, clear the strategic role of marketing public relations. Try to avoid damage to the public
interests in the process of implementation of marketing strategy, and create a positive and good public
opinion to make a effective public relations and services in the enterprise sales functions.
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3 Problems of Marketing Strategies in Public Relations Construction
Enterprises through product strategy, pricing strategy, channel strategy, promotional strategy, and
various combinations of strategies to sell products and services to customers realize the smooth
circulation of funds. Therefore, some companies only concerned about sales of products and services,
short-term sales and earnings, in order to achieve sales at all costs. Thus appears unethical behavior in
the marketing process. It damages the various types of public image of enterprises, and reduces the
visibility and reputation of business and public trust. Problems in the implementation of marketing
strategies are as follow. In Product strategy the core product, the actual product and additional products
involved three levels of relevant products and services details; in pricing strategy, pricing, pricing
strategy involved in the price of fraud, monopoly and unfair competition issues; in channel strategy,
there are channels of grade, quantity, and sales channel management, and sales performance of the
contract with the brokers and other issues; in promotional strategy, advertising, personal selling, sales
promotion and direct sales process exist immoral harm the public interest issues.
4 Based on Moral Marketing Strategy Proposed Public Relations Improvement
Measures
Although our operators are starting to focus on building public relations, but most companies only stay
in the news and advertising levels, and did not notice the negative impact on public of relationsthe
unethical behavior throughout the marketing process. According To chart of marketing mix strategy (Fig
1), the paper shows the conversion to enhance corporate public relations measures.
Figure 1 Chart of Marketing Mix strategy
Products and services is the basis of building profitable relationships between company and customers.
So, Product strategy is the basis of public relations construction as it relates a variety of public interest.
Enterprise's specific measures are as follows:(1) Research seriously and design products demanded in
market scientificly based on principles of low-carbon, energy saving, environmental protection in
order to prevent society from being polluter by raw materials and production processes.
(2) Ensure product quality, avoiding potential dangerous in the use of products. (3) Use packaging and
labeling rationally and forbid luxury packaging and excessive packaging which will result in
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environmental pollution and waste of social resources ensuring to convey accurate product information
to the public. (4) Face the public frankly and provide products and services for the public sincerely.High
quality products and excellent service is the basis of building close relationship with the general public
and citizen public.When the products and services meet or exceed the expected value of the public,it is
impossible to cultivate customers' trust and loyalty,then attracting more potential customers.Highly
satisfied customers are more willing to communicate with their business problems and help enterprise to
imporve their product straegy.It is prone to win the support of external public for enterprises on the
condition that additional products and services they provide comply with government laws and follow
the system of trade associations as well as other economic, civic organizations, public demand.Media
public can use the unique role of the media companies to expand the influence of various acts to do
low-cost publicity for the enterprise.Financial public could determine their evaluation whether to
support the business through the media public and their own financial situation of
enterprises.Therefore,enterprises could establish a good image if they avoid the implementation of
unethical product strategy actively, and also create a relaxed external environment.
4.2 Construction of public relations based on price policy moral
The implementation of pricing strategy is directly related to the general public and competitors’ public
interest. Therefore, enterprises should pay attention to pricing strategies in implementation: (1) In
addition to considering costs when pricing also consider customer expectations of product price and the
price of competitors. Abandon using market skimming strategy to concept of short-term profits, and
cancel price discrimination and unfair promotions. (2) Pricing based on market demanding; inform the
public of information on price changes timely. Implementation of the bundled pricing, Implementation
of the bundled pricing, business use of the core product development profits of monopoly pricing is
prohibited. (3) Implementation of bundled pricing strategy, companies need to ensure that the gift
qualified products. Develop and maintain normal profit price stability will not only help enterprises gain
the favor of the general public and competitors, but also can get the government public and citizens
protection such as industry associations. Media enterprises illegal price, which will help shape the
company's positive image. The financial public also will be integrated information through various
channels to determine their investment behavior.
，
4.3 Based on strategy of channel morals
Enterprise make use of different channel modes they choose for channel management and marketing.
Specific measures are as follows:(1) Direct-sales mode. Companies need to negotiate with wholesalers
and agent about product price and sales territory, etc .They should providegenuine goods at a fair price
and are prohibited from dumping and excessive profits. (2) Wholesalers mode. Design channel level
and quantity rationally, exam wholesalers’ qualifications strictly and train wholesalers’ sales and service.
Treat wholesalers equally without discrimination and provide the same quality products and services in
strict accordance with the contract. Research problems and sale status at all levels of wholesalers
regularly and provide consulting services to help wholesalers’ management. (3) Agent Mode
In
addition to the above issues ,we should pay attention to the number of agents, avoiding competition
conflicts among such agents. Can not rely on monopolistic advantage, such as product quality and brand,
to force wholesalers and agents to take unethical sales actions. Business should use multi-channel
strategy to transfer their products and services to consumers orderly in order to ensure the stability of
channel. Open and orderly channel strategy could strengthen the confidence of wholesalers and agents’
management. Orderly management of sales channels and unified business can form a better business
image, which will attract media publics, government publics, finance publics and local publics’ sight, So
companies should make clever use of these publics’ will and concern whilch will bring about
unexpected opportunities for enterprise development.
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4.4 Public relations based on promotion strategy moral
Promotional strategy is implemented on public by enterprises, which is a widespread and practical
method to expand the short-term sales. However, it Is most likely to cause great discontent from the
public. Specific measures can be taken as follows: (1) product promotion should base on the actual
information, and the contents of the advertisements should be high-minded and promoting Social new
style. Using ads can call for scientific consumption idea and consumer behavior by to the general public,
local public and civic action. To avoid ads attack. (2) Proactive personal sales should be taken in product
promotion to provide the general public practical profits. Trained Salesman should comply with laws
and moral requirements, listen to what opinions or suggestions that the public have about the enterprise
and products, eliminate the hostility to enterprise, encourage the public to strengthen communications
with the enterprise, and avoid misleading the consumers to buy inferior skill, high price or value of the
small, useless products. (3) sales promotion strategy. Using low-cost promotions, gifts, cash discounts,
special packages, such measures must not disturb the market order and harm the interests of consumers.
(4) Direct marketing. According to identifying potential customers by market research, the enterprise
should promote targeted products so as not to arouse public resentment and waste of resources.
Customer information, especially customer privacy, should be properly handled. Therefore, enterprises
should provide material useful to publicity,put emphasis on the role of public media and keep close
relationship with media public to obtain the support of media in process of promotion. It is helpful for
enterprise to establish positive image and supervised by public by the way of promoting sales and
deepening communication between enterprise and the public.Enterprise should abide by economic law
and marketing ethical in the process of promotion so that they could keep competition and cooperation
relations with competitor public and obtain identity and goodwill of market and industry
associations.Enterprise which operates honestly and promotes legally protects the interests of general
public,as a result it could cultivate customer's loyalty and set up enterprise brand.It takea corresponding
social responsibility and creates social value so that it will obtain macroeconomic policies of
government public which is helpful to win in the competition.
5 Conclusion
China's enterprises should consider the issue from a public point of view in the actual marketing process
and build good public relations with the various public sincerly to obtain various types of public
goodwill and support. It is necessary to create a good corporate image and product brands which provide
a solid foundation for long-term development of enterprises
。
References
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[1]. Philip Kitler, Gary Armstrong, etc. Marketing Management(Asia)[M], P332. in Chinese
[2]. zhao Zhilan.Talking about Enterprise's Promotion of Public Relations[J], Business Management,
2008 , 9, 64-65. in Chinese
[3]. Peter Drucker. The Practice of Management[M]. Chinese Discussion, Shanghai, Shanghai
Translation Publishing House, 1999. in Chinese
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